FEB REPORT The Super Bowl 50 Social Activation Report

Transcription

1 FEB 2016 REPORT The Super Bowl 50 Social Activation Report

2 EXECUTIVE SUMMARY For many brands, the Super Bowl is one of the biggest marketing opportunities of the year. The high-profile event creates opportunities to reach and engage with hundreds of millions of consumers across both online and offline marketing channels. With the rise of digital, brands are increasingly leveraging social media and online video to drum up awareness and interest in the weeks preceding game day. The digital stategies brands use to activate around live events continue to change every year. To understand trends in brands activation and which strategies are working, we ve put together a comprehensive report that analyzes the social activation results of 42 brands that invested in a commercial spot during Super Bowl 50. Key Takeaways 2 1. Brands are diversifying investments across social channels, with Twitter and Instagram seeing a larger share of activation compared to last year. 2. Super Bowl advertisers are releasing their commercial-related digital content at an earlier date. 3. Pokemon is currently the frontrunning brand in the pre-event activation race.

3 ANALYSIS & TOOLS The Origami Logic Marketing Signal Measurement platform harvests, refines, analyzes, and activates signals across marketing platforms, channels, and data sources. This platform was used to track the social activity and audience engagement of 42 advertisers investing in a commercial spot during the Super Bowl (refer to Appendix: Advertisers Tracked ). Data was collected across five social platforms (Facebook, Twitter, Instagram, YouTube, and Google+), from 1/1/2016 through 2/2/2016. Messages related to the Super Bowl and related brand campaigns were identified via Origami Logic s search and tagging functionality using a set of key phrases around the Super Bowl, teams participating in playoffs, and known brand-specific hashtags (refer to Appendix: Key Phrases ). 3 Search and Auto-Tagging, Origami Logic Platform To insure consistency of results, year-on-year performance was assessed using relative date ranges of -30 to -5 days leading up to the Super Bowl: 1/8/2016 through 2/2/2016 for Super Bowl 50, and 1/2/2015 through 1/27/2015 for Super Bowl 49. Only a subset of advertisers that invested in a commercial spot during both Super Bowls was analyzed for comparison.

4 TOP PERFORMING BRANDS Pokemon was by far the most engaged brand, with more than 650,000 engagements (likes, comments, shares, favorites, replies, and retweets,) outdistancing all other brands by more than 5x. Other brands that gained engagements included Super Bowl regulars T-Mobile and Doritos, along with Amazon, a first-time advertiser. Brands that were most active on their social Properties included Wix.com, with a total of 101 posts, tweets, photos and videos across all five social platforms. LG and Pokemon also published 62 and 55 messages respectively across their social properties. Pokemon gained 650,000 engagements in less than four weeks, outdistancing all other brands by more tha 5x. 4 Top Brands by Activity Top Brands by Engagement

5 TIMING OF COMMERCIAL RELEASES Digital content around live events is acquiring a life of its own, where timing decisions are guided by real-time opportunities to engage with digital consumers. Historically, brands waited to release the full-length commercial until the week before game day. However, brands are now starting to release content earlier and in more clever ways. Some advertisers now utilize teaser videos prior to the event in order to build excitement and interest, and others choosing to release their full-length commercials weeks in advance. As of five days before the Super Bowl, 19 full-length commercials and 23 teasers had been released in total. A particularly notable early release was Pokemon s Train On commercial which was released in full length 13 days in advance of the event, and has received more than 12 million views, 100,000 likes, and 7,000 comments to date. This indicates a shift in brands digital strategy around the Super Bowl, from simply re-distributing their commercials on additional channels, to utilizing the commercial as a topic of conversation. With the increasing importance of digital and online video, key digital content around live events is acquiring a life of its own, where timing decisions are guided less by the timing of the event and more by real-time opportunities to engage with digital consumers. 5 Commercial and Teaser Releases by Days Prior to Super Bowl

6 PLATFORM SHARE OF ENGAGEMENT Dramatic changes were seen in share of engagement across platforms. Compared to last year, Twitter and Instagram s share of total engagement increased by 187% and 74% respectively, at expense of Facebook s share. These shifts indicate a transition of brands social media strategy from a lopsided Facebook + all others approach to more diversified investment taking into account each platform s strengths, audiences, and product offerings. Facebook established a dominant position as a social marketing platform by providing brands with massive reach and pioneering a strong advertising product offering years before any other platform. However, the increasing maturity of other social platforms and the release of improved marketing and advertising products means that advertisers now have options to better diversify investments across platforms and audiences. Twitter has doubled down on its strengths as a real-time marketing platform over the past year, and new product offerings such as Promoted Moments is keeping advertisers interested in Twitter s potential around events such as the Super Bowl. Instagram is currently the most efficient social platform for organic engagement, and the launch of its ads offering now provides advertisers the means to extend their reach into Instagram s highly engaged user base Super Bowl Super Bowl 49 6 The increasing maturity of social platforms means that advertisers now have options to better diversify investments across platforms and audiences.

7 APPENDIX Advertisers Tracked Acura Amazon Apartments.com Audi Avocados from Mexico AXE Bai Bud Light Budweiser Buick Butterfinger Coca-Cola Colgate Doritos Heinz Ketchup Honda Hyundai Intuit Jack in the Box Kia LG Marmot Michelob ULTRA MINI Mountain Dew Paypal Pepsi Persil ProClean Pokemon Quicken Loans Shock Top Skittles Snickers SoFi Squarespace SunTrust T-Mobile Taco Bell Toyota TurboTax WeatherTech Wix.com 7 Key Phrases SB50 SuperBowl50 SuperBowl Super Bowl SBOpeningNight GameDay Game Day BigGame Big Game Playoff Texans Chiefs Bengals Steelers Broncos Patriots Redskins Packers Vikings Seahawks Panthers Cardinals #AddPizzazz #AvosInSpace #BaldwinBowl #BolderThanBold #CrashTheSuperBowl #DefyLabels #DriveAcuraNSXContest #EveryDropCounts #FindYourMagic #GameDayStains #GiveADamn #HyundaiSuperBowl #ManFromTheFuture #MeetTheKetchups #MovinOnUp #MyTeamCan #OLEDIsHere #Pokemon20 #RocketMortgage #SkittlesArt #StartStunning #TeamSmallBiz #YouGotCarriered

8 ABOUT ORIGAMI LOGIC Origami Logic empowers marketers to answer the question, What happened today? by measuring the marketing signals that matter. Global brands like P&G, Visa, JCPenney, and Intel use the Origami Logic Marketing Signal Measurement Platform to manage and optimize marketing campaign investments across marketing channels and platforms. For More Information For questions on this guide, or to find out how Origami Logic can help you succeed in social media marketing, please contact us at or visit our website at origamilogic.com.